Wal-Mart PR Bloopers

Thought this might interest some people or make some people laugh....Out of the 101 Dumbest Moments In Business according to CNNMoney, Wal-Mart landed six spots. Number 4 on my list is the what the public relations world has been hearing about the most.

Because if there's anything America loves, it's a politician...
In an attempt to put a smiley face on its tarnished image, Wal-Mart hires heavy-hitting public relations firm Edelman, which sets about using tactics derived from political races to reverse public perceptions of the giant retailer.

Dubbing its campaign "Candidate Wal-Mart," the firm trumpets all manner of new Wal-Mart initiatives: improved employee health-care benefits, higher starting pay levels, new stores in downtrodden neighborhoods, reasonably priced organic foods, and a flat $4 fee for hundreds of generic prescription drugs.

As a result, candidate Wal-Mart quickly becomes, well, the most popular politician since Spiro Agnew. By year's end Wal-Mart suffers its first quarterly profit drop in a decade, sees same-store sales decline in November's run-up to the crucial holiday shopping season, and suffers a series of public relations gaffes so stunning that it lands six spots in this year's edition of the 101 Dumbest Moments.

Perhaps Michael Richards will be able to find work after all...
Availing itself of PR firm Edelman's deep political connections, Wal-Mart recruits civil rights leader and former U.N. ambassador Andrew Young to chair its company-funded Working Families for Wal-Mart.

In an August interview with an African American newspaper in Los Angeles, Young says the megaretailer "should" displace its urban corner-store competition.

"You see, those are the people who have been overcharging us.... I think they've ripped off our communities enough. First it was Jews, then it was Koreans, and now it's Arabs."

We hear Lonelygirl15 is a huge fan of Sam's Club...
In September a folksy new blog called Wal-Marting Across America pops up on the Internet.

The blog documents the purportedly spontaneous discoveries of RV-traveling megastore megafans Jim and Laura as they pull over to chat with happy Wal-Mart employees, like the guy whose company health insurance saved his son's life, or the woman who worked her way up from cashier to corporate manager.

Unfortunately, it neglects to mention that Wal-Mart arranged Jim and Laura's itinerary, paid for the RV, and compensated them for the blog entries. Exposed by BusinessWeek.com, the stunt is especially bad news for Edelman, since it violates ethical guidelines it helped to write for the nascent Word of Mouth Marketing Association.

Cutting off your nose to spite your smiley face...
In December, six weeks after hiring Interpublic Group's DraftFCB as its new advertising agency, Wal-Mart fires both Draft and Wal-Mart senior vice president Julie Roehm, who led the agency search.

Roehm reportedly attended an expensive dinner paid for by Draft at a hip Manhattan restaurant, in violation of a Wal-Mart policy that prohibits employees from accepting gifts from vendors.

The move is expected to delay Wal-Mart's efforts to shift from a mass advertising strategy to one that tailors pitches to specific demographic groups, seen as key to reversing its slumping sales.

Don't worry, Andrew Young explained it to us. It's some sort of Jewish/Korean/Arab conspiracy...
Bringing the ever-friendly spirit of its in-store greeters online, Walmart.com offers DVD shoppers helpful recommendations for films they might be interested in purchasing.

Customers looking at the Web site's product pages for Charlie and the Chocolate Factory and Planet of the Apes, for instance, are steered toward "similar items" such as Martin Luther King: I Have a Dream/Assassination of MLK and Unforgivable Blackness: The Rise and Fall of Jack Johnson. Wal-Mart spokeswoman Mona Williams says the company is "heartsick" over the incident but has "absolutely no evidence" that the connections were made intentionally.